Gender Differences in Buyer Perceptions of Source Credibility and Conflict in Business-To-Business Relationships

As females continue to break the gender barrier and work in positions where they have a major impact on the buying and selling activities in business firms, questions arise as to whether they react differently to buying situations than similarly employed male purchasing professionals. Previous research in this area has been mixed. This study was developed to focus on two specific variables within the buyer-seller relationships, namely differences in perceptions of sales person credibility and conflict. This study employed a sample of over 400 professional purchasing personnel. The results of the analysis suggest that female purchasers, in professional purchasing situations, have significantly different perceptions of salesperson/buyer conflict and have different perceptions of salesperson trust and expertise than their male counterparts. The results of the study are discussed and avenues of future research presented.